Unintelligent Marketing Campaigns

When a new brand is created, often from a set of sub-brands, this is often accompanied by a brute-force marketing campaign to make the new brand sit squarely in the minds of potential new consumers. 

A similar approach is often seen when said company is then sold on to new owners who want to add value by "saturation marketing" to put the brand more squarely in the market consciousness.

Unfortunately, this is not very effective as techniques used are often crude and generic.

One example would be the campaign used by Blackstone following their acquisition of Enverus. This was a "saturation marketing" campaign which did not add, but rather detracted, from the overall brand.  There are many more examples of similar ineffective marketing campaigns.

What are MVNO and MVO?

MVNO - mobile virtual network operator

MNO - mobile network operation

The MNO is the infrastructure operator (provides the backbone of the mobile network), and the MVNO leases the network instead of building its own. Giffgaff (on o2), Tesco Mobile (on o2) and Lycamobile (on multiple networks) are MVNO - savvy resellers, if you will.

What are BDRs and what is their role in the Sales process?

BDRs are business development representatives.  BDRs focus mainly on the sales pipeline, generating leads that account executives use to close their deals.  

What options are there for personalized marketing?

Personalized marketing is good for lead generation for data businesses and also events businesses, and can be used also for post event surveys to garner feedback and persuade people to engage (by personalization). Upland Software produces solutions aimed at this very challenge.

The opposite of personalized marketing can be described as generic marketing.  

This takes a "one-size-fits-all" / "lazy" approach and carries the risk of becoming "background noise".

While generic marketing messages may be aimed at particular individuals, without adequate personalization it will not give the recipient a strong reason to engage. Rather it can have the opposite effect, as individuals seek to distance themselves/denoise themselves from such mass-market messaging, and creates a negative aura as the individual begins to feel solely like the object of a monetisation strategy.

The Emerging Quantum Economy

Quantum investment has increased with government and corporate interest expanding the world over.

Specific data services specializing in up-to-date information on the emerging quantum economy are:

• Global Quantum Intelligence (GQI), focusing on quantum tech has a web portal, with annual subscription
• André König is CEO and Co-founder of GQI, which combined three entities focused on quantum technology. He is also founder and Chairman of the OneQuantum community.
• Quantum Insider, focusing on quantum tech, has a portal with lots of interactive features. Customers include deep tech venture funds and business development professionals in quantum companies. It is part of Resonance holdings
• Inside Quantum Technology (IQI) which advertises "actionable intelligence" on quantum, through web-based news, research and events
• Quantaneo is an online magazine and web community organized around quantum information science
• A quantum computing company also provides interesting podcasts

One of the key components of Quantum Intelligence, and Quantum Insider, is an industry taxonomy. A quantum conference, Quantum.Tech, is run by Alpha Events, a London based events company.

In addition, many other companies and publications cover the quantum industry as part of more general technology coverage.